The new Impreza will initially be launched in September 2007 with normally aspirated engines rather than the high performance WRX and STi versions, which will follow later. Lawrence Good, executive director of sales and marketing for Subaru UK said: “The rally image will be shifted left of centre. There is a much bigger opportunity to exploit parts of the market where we're limited.” Good wants the Impreza to become more mainstream to compete in the five-door hatchback sector against models such as the VW Golf and Alfa Romeo 147.

Good said Subaru's reputation as a brand beloved by enthusiasts – it regularly topped the JD Power customer satisfaction survey until 2001 – had limited its appeal to a wider market. He wants to see UK sales increase from less than 8,000 a year to 15,000 by 2010 – growth that will be helped by the introduction of a diesel engine in 2008.

Subaru sales 2006 - under 8,000 2010 - around 15,000

Good said the brand's marketing strategy must be changed to let consumers know that Subaru offers an Impreza with a starting price of less than £12,500. “We've got the best kept secret, my job is to tell more people about it,” he said. “In the UK Subaru has lost its way in terms of its marketing message.” Good said the brand needed product placement to establish higher visibility. By moving away from flagging up performance credentials, he claimed Subaru would increase its appeal to women. “Our single biggest opportunity is with female drivers,” he said.